DESTINATION FOOD COURT. Facts. Success factors. Insights.
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1 DESTINATION FOOD COURT Facts. Success factors. Insights.
2 Market places and comfort zones 24% of the visitors stay an hour or more in the food court, and 90% at least a quarter of an hour: Food courts are popular rest areas % The combination of dining and retail corresponds to the human basic needs of exchange and inspiration. Today, modern food courts are popular points of attraction in shopping centers for customers to spend time together. ECE has experienced an absolute food court boom in the last few years and provides capable support in development and implementation, while taking into account tenant needs as well as current success factor analyses. The number of customers using the dining options at food courts has risen over the last 10 years: Customers enjoy food courts. 1 40% About of the visitors also choose their shopping center by the dining options available: Food courts are customer magnets. 2 20food Over Food courts are very important for the feel-good factor of a shopping center. Customers can enjoy themselves here according to their own interests, as long as the offers and the atmosphere are right. JOANNA FISHER, ECE, Managing Director Center Management courts have been opened by ECE in the past 11 years; 50% were set up in the past three years. Visitor magnets and creators of synergies Not only operators benefits from successful food court concepts, but also the other tenants in the centers, through Impressive footfall magnet: Floors with food courts often have the highest footfall in shopping centers. Food Court Floor Synergy effects. Food courts are important sales drivers and enhance the services of a shopping center. Image benefits. Food courts are locations with a high quality of stay and as such provide a highly attractive environment. New target groups. Attractive dining options attract a wide range of target groups and offer new marketing opportunities. Source: 1 ECE Customer Survey 2004 and TNS survey regarding food and beverages in shopping centers 2016, n= 1,019
3 Food court success recipes made by ECE There is no such thing as a single success factor. When designing and planning a food court, many aspects have to be considered and brought into a coherent overall concept which is tailored to each center. In doing so, ECE relies, among others, on a scoring model that evaluates the decisive criteria and provides an important basis for the actual potential analysis. CATCHMENT AREA The higher the percentage of visitors with more than 30 minutes of travel time, the better: the center will then increasingly be used as a culinary meeting place. A large number of offices or work places in the surrounding area is also beneficial. TENANT MIX The decisive factor is diversity: the more choice in a food court, the better for all retailers. The competitive situation is also crucial. Regional concepts and large system providers complement each other perfectly. ATMOSPHERE Interior, noise level, music concept: everything has to be sensitively coordinated in order to offer the guest the highest possible quality of stay. If you feel comfortable, you want to stick around and consume accordingly. LOCATION The food courts in shopping centers should be quickly accessible and easy to find. In addition, they should provide visitors with pleasant views. QUALITY For every dining concept, the offer has to be right. Quality has always been one of the most important success factors. Customers also increasingly emphasize sustainability when dining. 63% of the surveyed customers value a special architectural design. ECE Customer Survey 2015 regarding food court use, n = 2,598 SATISFACTION PROVIDER These factors are indispensable for food-court success: 1 Fair value for money Short waiting time High seating capacity Friendliness and cleanliness Cashless payment option 1 ECE Customer Survey 2015 regarding food court use, n = 2,598, factor analysis leading to overall customer satisfaction
4 17 million visitors per year in all food courts three times as many as at Oktoberfest 12,000 m 2 total leasable area of all food courts - equals about 61 tennis courts 2/ % lunch visits in food courts (on average) 1 seats per food court (on average) of food court visitors are under 30 years of age (on average) 1 ECE food courts in facts In recent years, ECE has conducted numerous analyses on the subject of food and beverages in shopping centers. A strong basis of knowledge, which is supplemented by center-individual considerations and potential analyses. All with the target of implementing lasting and successful concepts for food court operators and tenants. Annual turnover of a food court corresponds to that of a fashion store with a shop space of at least 1,500 m² (on average)² > 200 food court tenants in Germany Food court Analysis * Results from the ECE Customer Survey 2016 (n=62,970): Around 80 % of customers visit the food court at least occasionally. Food court visitors spend about 50 % more time in the shopping center and are also more satisfied with the services available. Furthermore, the more frequently the food court is visited, the higher the satisfaction with the center! 8,000 seats in total in all food courts - 6 times the size of the largest movie theater in Germany 43% of all food court operators are independent tenants individuality counts 2,200 meals per day in food courts (on average) 6 times seat usage per day in food courts (on average) 2/3 of the customers rate the food court with very good or good 2 Source: 1 ECE Customer Survey 2015 regarding food court use, n=2,598 2 ECE Customer survey 2016 (n=62.970)
5 First-class dining: Foodtopia in Frankfurt s MyZeil Foodtopia in Frankfurt s MyZeil is an own culinary experience, not a classic food court. 15 individual concepts with local, national and international retailers will redefine the dining options available in shopping centers, starting in Foodtopia is an inspiring destination for the senses: with breakfast offers in the morning, a quick lunch at noon, a threecourse meal in the evening and a drink with a view of the Frankfurt skyline. Three outdoor terraces and a cinema will round off the spectacular overall offering in the future, which will be available for visitors from 8:00 a.m. until 2:00 a.m. Panorama with flair: FoodSky in the Europa Passage Hamburg Whoever wants to enjoy the culinary charm of the cities of Paris, London, Madrid and Stockholm no longer has to travel there. It is enough to visit the new food floor in the Europa Passage Hamburg. 15 outlets and 5 restaurants form a varied ensemble above the roofs of the Hanseatic city. The seating areas take on the flair of European metropolises, while the view sweeps far over the Alster. A pleasure that visitors can also experience on Sundays and during extended opening hours.
6 Detailed analyses as a foundation of knowledge ECE wants to make strategic decisions on a sound base of knowledge and therefore conducts precise surveys and studies on a regular basis. Another example for this is Germany s largest shopper-type analysis which identified 8 accurately defined shopper types and provided important insights for future, center-individual success strategies. For more ECE publications go to: ECE provides support during development and implementation As a large food court operator in Europe, ECE provides expert support in the form of a partnership during both the planning and realization phases. The individual needs of the tenant play a major role and the joint success remains the declared target. IMPRINT ECE Projektmanagement G.m.b.H. & Co. KG Heegbarg Hamburg If you are interested in more information or if you have any questions about food court concepts, the Technical Key Account Management is available by phone: , or send an to shop@ece.com Phone: Fax: info@ece.com Management Board: Alexander Otto (CEO) Joanna Fisher Robert Heinemann Henrie W. Kötter Markus Lentzler Dr. Andreas Mattner Claudia Plath Klaus Striebich
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